HRKrešimir Macan: Crisis Communication – Take the Initiative and Lead the Story
As Croatia approaches local elections in May 2025, the rise of fake news, political turmoil, and an unstable environment, pose a major challenge for public communication. However, Croatia is a successful democracy that is overcoming most challenges – emphasizes Krešimir Macan.
In a recent interview with Diplomacy & Commerce, Krešimir Macan, a renowned Croatian communication and political advisor, shared his insights on crisis communication and the evolving political landscape in Croatia. Macan emphasized the importance of taking initiative and controlling the narrative during crises, a strategy that can help mitigate damage and maintain public trust.
What do elections look like from a communication perspective? What kind of messages are being sent and do they have effect?
“It has been shown that the sovereignist and populist approach à la Trump by President Milanović is acceptable to the majority of citizens, and that such discourse today fares better than any traditional one. I hope he will continue with the conciliatory tone from the election night, and that over the next five years we won’t witness another “hard cohabitation” between President Milanović and Prime Minister Plenković. Unfortunately, in both the world and Croatia, elements of conspiracy theories and even fake news are entering the mainstream, and this is a trend we will clearly struggle to deal with, especially after the changes in the US.”
Politicians often struggle to adapt to modern digital platforms like TikTok or Facebook, which are essential for reaching younger audiences. Traditional media still holds significant influence but faces challenges from social networks and declining editorial standards. Macan argued that media outlets should focus on verified news rather than competing with rapid social media updates.
How and in what way can we influence content and reduce the spread of fake news and similar content, which is often unverified and inauthentic?
“The million-dollar question. With the recent removal of fact-checkers on Meta platforms, we risk not having anyone to verify the truthfulness of claims made in posts on social media. I believe it’s an illusion that the community will be able to handle this on its own, as one side is always louder, and that’s usually the far-right. That’s why the role of traditional media is crucial; they must be a barrier to unverified and false news. This is a major challenge that we all must work on.”
Macan’s insights underscore the importance of strategic communication in navigating political dynamics and crises effectively. Read what he also predicts the campaigns will focus on in the finale and what possible communication challenges they will encounter at the following link.
Tags: fake news, local elections, political communication, political campaign, Krešimir Macan, crisis communication
